At Aurm, I focus on delivering user-centered design across multiple platforms, from User, Kiosk, to Door apps. By refining user flow and enhancing intuitive interactions, I've played a key role in creating a unified, engaging experience. My work involves collaborating closely with cross-functional teams to ensure that each interface aligns seamlessly with user needs. In addition, I've led a series of iterative design improvements, directly contributing to increased user satisfaction and streamlined app usability.

I led impactful design transformations at Vedantu, revamping the homepage and content library to improve content accessibility and user engagement. As the creative lead for the "Game Mode" feature, I drove up user engagement by introducing interactive learning experiences. Additionally, I overhauled the onboarding journey, reducing user drop-offs and creating a frictionless onboarding experience. In my leadership role, I directed a team of three designers in crafting a comprehensive design system, establishing consistency and design efficiency across the platform.

At Happay, I redefined the travel booking process for corporate clients with a user-friendly, comprehensive revamp of the Happay Travel app. My work on the Happay Expense app included designing a complete workflow, an analytics dashboard, and a streamlined file upload feature, simplifying the expense management process. I led a team of two designers to create and implement the design system enhancing platform usability and user satisfaction. I also contributed to the end-to-end design of the Happay Vendor Payments and Epic Cards projects.


At Housejoy, I developed an end-to-end design for an online bridal makeup marketplace, significantly enhancing customer engagement. I also optimized the checkout process with a new coupon flow feature, which resulted in improved conversion rates. As part of the UI consistency initiative, I redesigned the Housejoy app and developed a reusable UI library, enhancing design efficiency and brand consistency.

Led the design of a comprehensive application that leverages machine learning to showcase personalised news content tailored to users' interests. Designed a voice calling application akin to Google Duo, focusing on delivering a seamless and intuitive user experience.


Contributed to revamping the interface of the AUVID application, which is used for testing voice chips in Samsung and Mi smartphones, and developed a reusable UI library using the JUCE (C++) framework to enhance design consistency and efficiency.

Designed and developed web applications and websites for high-profile clients such as BankerBay, Havas Media, and Bankbazaar, delivering customised digital solutions to meet their unique needs. Built Akasa Labs from the ground up, establishing a strong foundation for innovative web solutions.
Collaborated on the development of websites for various clients, ensuring tailored and effective digital presence for each project.

This case study documents the design process for a secure and accessible locker service catering to the unique needs of urban Indians in gated communities, addressing the challenges of limited bank locker availability and increasing wealth migration.

My role involved leading the end-to-end design process, from user research and concept development to ensuring final designs go live to productions without bugs while also assisting in creating cohesive brand identity and other marketing requirements.

User Research and concept development:

Indian households, concentrated in gated communities across major cities, face a severe shortage of secure storage solutions. Despite substantial household savings, existing bank locker options are limited, creating a gap in the market for a modern, reliable solution. Moreover, the growing trend of urban wealth migration and the desire to showcase valuables within social gatherings intensify the demand for secure, accessible storage in city centres.

Gated communities have become the choice of living for well-to-do urban households in India.

The project's primary objective was to develop a secure, accessible, and user-friendly locker service that meets the specific needs of affluent urban Indians.

We conducted in-depth research to understand user needs, challenges, and preferences. The research methods included:

We conducted interviews with homeowners, digital banking users, and first-time locker subscribers to gather qualitative insights on their pain points, priorities, and expectations for a secure storage solution.

Participants: Around 10-15 individuals from each target persona group.

We collected quantitative data to validate insights, specifically on locker demand, usage patterns, and feature preferences.

Sample Size: Expected around 500-600 responses. Received over 350 responses from residents in Bengaluru residing in gated communities.

We also assessed the strengths, weaknesses, and unique offerings of competing locker and storage solutions to benchmark and innovate.

Competitors:&nbsp;Major banks (HDFC, SBI, ICICI, AXIS), private locker services.

We mapped out user personas to better understand the problems from a user perspective.

We created user flows for onboarding phase and access phase. This was done to ensure everyone in the team gets an idea about the how will user traverse will accessing the product.

We worked on the wireframes and showcased it to our internal team. After multiple rounds of iteration we then showcased it to the users who were part during our research stage. This was to give a brief idea about how the app would function and also to get their feedback on the whole experience.

Some of the design principles that we considered while executing the designs

The idea was to capture the details that are just relevant for the user to proceed further and not make it too long and cumbersome.

Users are presented with a welcome screen and next set of steps to complete the whole process.

At this step, a user would typically select a locker of his/her choice and choose a plan against it and after confirmation of their selection they would move to payment and confirm their locker purchase.

After assignment of locker user can either or walk-in or schedule a slot based on their availability. This gives more flexibility to the users to operate based on their convenience.

We added an extra layer of security for the users by adding two levels of authentication. One at the door (QR Scan) and one while fetching the locker (OTP) to ensure that security isn't put under threat.

While the user access the locker, putting valuables or taking them out they can also take a snap or create of list of all the valuables updated. This allows the users to keep a track of all the valuables access thereby creating transparency.

Users can give access of lockers to their family members and closed ones. This feature gives a flexibility to everyone using the same locker and keeps everyone updated about the access and valuables stored.

How our users can access their lockers inside the Bay Area. It also showcases the interior and various elements kept inside for an enhanced experience.

Designing secure lockers service: 6x revenue growth in 6 months

This case study captures how we built the Vedantu Design System to streamline processes, enhance learning experiences, and support scalable growth.

I was part of the engagement pod that worked on bringing free users onto our platform and increase retention rate. I juggled between working on feature designs and leading the team of 2 designers in building the design system.

Design Advocate: My role in the design system team was to gain support and buy-in from stakeholders and ensuring there was communication within the design team. Also, driving the implementation of design system.

Our team was doing all it could to stay on top of monthly deliverables, and our capacity was maxed. Hiring dedicated designers to do the job was not an option and hence we had to make time by taking on fewer deliverables each month.

Visual Design: So I began by determining the best way to build a component library that the design team would contribute to easily. Once this was done we shifted our focus on building the design system.

We sat with the front end development to walkthrough this project and understand various challenges. The design system began as a series of components and guidelines grouped in to specific categories. With a defined structure and information hierarchy, we were able to start UX documentation together.&nbsp;

Design System Management and Documentation: Creating and maintaining clear standards and guidelines to help people understand how to use the system.

Figma: Where we designed all component and pattern libraries and built prototypes to demonstrate interactive elements.

Storybook: Where we housed all of our documentation and usage guidelines.

As Vedantu expanded its offerings in live learning and test preparation for JEE, NEET, and school curriculums, it experienced a growing number of stylistic issues which highlighted consistency concerns. Colours and fonts were not well defined and the way we handled components differed from page to page. Rapid product iterations, inconsistent UI patterns, and a growing need for accessibility in education platforms underscored the necessity of a design system. 

The Vedantu Design System had a transformative impact on our design and development workflow:

To begin systematising the interface, a teammate and I conducted an audit of designs that were being built or the ones that were already rolled out from mobile and web platform.

 The purpose of this was to collect a visual inventory that documents inconsistencies and defines the essential design patterns and elements. This information was the basis for determining components and patterns.

After analysing our interface inventory, we looked externally at other design systems. We explored established design systems, such as IBM’s Carbon and Atlassian, Skyscanner's Backpack, to learn from their approach and structure. With the oversight of our design team, we thoughtfully defined the three main parts of our design system: Foundations, Components, and Page Templates.

As one of our core design principles, accessibility was top of mind from the start. We built this system to meet and exceed the accessibility standards outlined in the Web Content Accessibility Guidelines (WCAG). During our internal review sessions, the design system was pressure tested for&nbsp;<a href="https://www.essentialaccessibility.com/blog/ada-compliance-levels" target="_blank">Level AA and AAA compliance</a>. Areas we focused on specifically included colour contrast ratios, input feedback, and content accessibility.&nbsp;

Foundations were the system basics, they consisted of brand-specific visual elements such as:

Aligning on and adhering to Foundations enabled teams to achieve visual coherence and seamlessness across the board.

We worked on UI elements (buttons, form fields, etc.) based on our findings. Then worked on the UI elements which could come to use in the future projects based on our team's inputs.

Each component had thorough documentation, specifying interactive states, minimum and maximum content, additional breakpoints, tab stops, and more.

After defining and designing the Foundations, Components, and Page Templates, our next challenge was to ensure our system included proper documentation and governance around brand implementation.

We created and maintained documentation resources in Storybook, working closely with our team to ensure we met their specific needs. The documentation included:

We rolled out the system incrementally, starting with the most frequently used components to maximise impact.

A snippet of how we wrote our guidelines for component libraries. We followed the same structure for all other components.

One of my primary responsibilities was socialising the design system with different stakeholders and teams. It was important to articulate the design system benefits in various contexts and provide team-specific resources to improve their workflows and processes.

For example: When presenting to leadership, I focused on demonstrating and quantifying the cost of inefficiencies and how implementing a design system would enable us to meet business goals faster and lower costs.

Additionally, my teammate and I held feedback sessions with pod specific teams who had first-hand experience using the components to build websites-to assess which elements were working and which needed improvement. 

We also worked closely with our development partners to implement changes to evolve and improve upon the system.

My goal was to anticipate the needs of various teams and provide resources that show how the design system can alleviate their specific pain points.

Being flexible:&nbsp;While the design system improved workflows, initial adoption was challenging and teams needed training to fully utilise the system.

Design systems are a living, breathing thing:&nbsp;They require a dedicated team actively involved in their growth and maintenance. Getting buy-in from cross-functional teams and driving system adoption are worthwhile challenges.

Collaboration is key: To evolve the design system, it is critical to connect with fellow members of the design team and understand the changes required to improve the system.

The Vedantu Design System not only streamlined internal processes but also transformed the learning experience for students and teachers alike. 

By prioritizing consistency, scalability, and inclusivity, we built a system that supported Vedantu’s mission of making quality education accessible to all. It continues to evolve, driving engagement and innovation in online education.

The design system was meant to streamline design workflows, make start-to-end deliverable times faster

Hi I'm Siddharth, a Product Designer

Lead Product Designer

Senior Product Designer

UI/UX Designer